Dettol sees big surge in ad awareness in UAE

DUBAI, April 6, 2020

Personal care brand Dettol has achieved the biggest uplift of any brand in its Ad Awareness score in the UAE in March amid the ongoing Coronavirus crisis, as per YouGov BrandIndex data.

The brand is continuing to use their various channels to voice public service messages to “help stop the spread of respiratory viruses” and inform viewers on how to stay protected from germs (in a variety of scenarios, including travelling and playing sports). In addition, Dettol has also produced material to “fight the infodemic” around misinformation on COVID-19, highlighting the Covid-19Facts website (produced by the makers of Dettol).

The public service messages have clearly captured UAE residents attention, with Ad Awareness (whether someone has seen an advert for the brand) rising by almost 10 points, from +33.4 on the 1st March to +43.0 at the end of the month.

With the heightened awareness around personal hygiene and cleanliness at present, it is not surprising to see Consideration for Dettol rise, from +31.8 to +41.0, while Current Customer scores increased by 11.5 points to +36.3, showing that more people are now buying from the brand.

This in turn has improved Impression and Quality perceptions towards the brand along with the likelihood to recommend the brand to others. Impression, Quality and Recommendation scores for Dettol all increased by over 5 points during March.

BrandIndex, an authoritative measure of brand perception, continuously measures public perception of thousands of brands across dozens of sectors. – TradeArabia News Service